Demand for electric vehicles in hybrid households: an exploratory analysis

Previous studies of the potential market for battery electric vehicles (BEVs) from different research streams have failed to converge on a single, robust estimate. What these previous research streams share are untested or implausible assumptions about consumer response to new transportation technology. We frame the BEV purchase decision in terms of a household's entire stock of vehicles, car purchase behavior and travel behavior. Within this framework, households which own both electric vehicles and gasoline vehicles are called 'hybrid households'. Because nearly all consumers are unfamiliar with the characteristics of BEVs, we designed an interactive interview based on week-long travel diaries, which we call Purchase Intentions and Range Estimation Games (PIREG) to explore hypothetical hybrid household vehicle use. Our primary finding is that consumers' perceived driving range needs are substantially lower than previous hypothetical stated preference studies conclude. We find evidence of a viable market for BEVs with 60 to 100 miles driving range.